By Dade Hayes
Business Editor
EXCLUSIVE: Cricket Media, which merged earlier this year with kids streaming service Sensical, is teaming up with Sports Illustrated Kids and bulking up its gaming offering by forging ties with six creators.
Under the partnership, SI Kids will anchor a new sports vertical on Sensical, which launched in 2021. The vertical features a mix of SI Kids’ editorial, athlete spotlights and sports-inspired creator videos, serving young viewers and families a selection of sports, fitness, and role model programming.
Sensical was conceived of by Common Sense Networks, the for-profit arm of Common Sense Media, a recommendation source and curator for families and schools. Unlike algorithm-driven tech platforms, which are routinely found to be serving inappropriate content to young consumers, the Sensical approach is more about kids aged 2 to 10 being able to explore their passions. In all, the service offers more than 500 series across various genres.
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In its combined form with Cricket, the SI Kids partnership will encompass print, digital and interactive media. The deal follows a similar arrangement with Billboard, Deadline’s sister publication.
Sports Illustrated, including SI Kids, has been operated since last year by Minute Media under a licensing deal with Authentic Brands. In 2019, Authentic bought SI, a foundational title at Time Inc. until the breakup of the magazine publisher in the mid-2010s.
Along with the sports news, Sensical Gaming has forged ties across FAST, apps and subscription channels with creators Abdallah Smash, DanTDM, Ethan Gamer, KREW, Shiloh & Bros, and Stacy Plays.
“As someone who believes sports have the power to inspire, build resilience and foster a sense of community, I support Sensical’s efforts to create a passion-driven experience where kinds and families can safely engage and have fun around this and other relevant topics to Gen Alpha.” Ted Leonsis, founder and CEO of Monumental Sports & Entertainment and a Cricket Media shareholder, said in a statement provided to Deadline.
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